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1 The Effect of Mobile Number Portability on the Market Share of Telecommunication Operators in Ghana Author Benjamin Kojo Otoo Department of Marketing Studies, School of Business Cape Coast Polytechnic, P.O. Box AD 50 Cape Coast, Ghana Abstract The Ghana telecom industry is one of the fastest growing in the world and the market leader in sub-saharan Africa. The telecommunication industry over the last decades have proven not only as an emerging economic sector but a rapidly growing sector with an immense chain of impacts towards the revolution of the social and economic structures of Ghana. This has brought in its wake the introduction of several telecommunication companies competing for the available markets in the local economy. These competitions have equally presented a myriad of challenges which have affected the corporate performance of the various telecommunication industries. After so much waiting, heightened tariff wars and lack of information on the part of consumers about the service, Mobile Number Portability (MNP allows subscribers to retain their existing mobile numbers when switching from one access service provider (telecom operator) to another, irrespective of mobile technology or from one technology to another, of the same or any other access service provider) was finally implemented in Ghana on 6 th July 2011 making Ghana one of the few countries in sub- Saharan Africa to have implemented this service. This paper examines the effects of the introduction of Mobile Number Portability (MNP) in Ghana on the market shares of telecom operators in the country. An in depth review of literature on Mobile Number Portability and analysis of the secondary data from National Communication Authority revealed that after one year of implementation, only 1.6% of the near 100% penetration has ported with TiGO being the highest gainer and MTN the most loser. From the analysis it was obvious that the big companies in terms market shares have lost a substantial percentage points. However the researcher could not attribute these changes only to the introduction of MNP hence a call for further studies to establish other contributory factors that have affected the market shares of the operators. Keywords: Mobile Phone, Mobile Number Portability, Telecommunication, Market Share COPY RIGHT 2013 Institute of Interdisciplinary Business Research 127

2 1. INTRODUCTION The telecom services have been recognized the world-over as an important tool for socioeconomic development of a nation. Telecommunication is one of the prime support services needed for rapid growth and modernization of various sectors of the economy. It has become especially important in recent years because of enormous growth of information technology and its significant potential on the impact of the rest of the economy. The telecommunication sector has made remarkable progress allowing great amount of cross border information flow, reducing transaction costs and stimulating consumer demand for world-class products, services, and brands and changing the lifestyles across societies Debnath and Shankar, cited in Vineeta Nigam, Tripta Thakur, Sethi V.K & Singh R.P, (2012) As the mobile telecom market in Ghana approaches saturation, where seven out of every ten people have mobile phones, the government has signaled a shift in policy from supply-side incentives for service providers to demand-side measures that seek to focus on consumer interest and empowerment. Within the last 18 years, the telecommunications market has been driven by the supply-side policy. Indeed, it has successfully provided an alternative competing communications infrastructure to the former monopoly telecommunications market. The current concentration on the demand-side will foster competition, enhance quality of service, stimulate innovation and most importantly, put pressure on call rates to fall. (Ghana Business News July 7, 2011) Mobile Number Portability, a feature that enables consumers and businesses to choose to retain their existing mobile phone numbers when switching providers, is one such demandside service that has been mandated to be incorporated in standard service offerings by July 1, Such demand-side policies are expected to have a significant impact on the market and to set the stage for a more highly competitive market. (Ghana Business News July7, 2011) In the last couple of years, many new issues have emerged affecting the telecommunications market (including SIM registration, co-locations arrangements, freeze-on mast deployment, new spectrum for broadband deployment, the establishment of data centers, and telephone clearing houses that monitor international inbound traffic) but no single issue has generated COPY RIGHT 2013 Institute of Interdisciplinary Business Research 128

3 so much public discussion as has the introduction of mobile number portability. Mobile subscribers are vociferous in their demand for better quality of service and cheaper call rates. Number portability is essential to maximize the benefits of a competitive telecommunications market. For example, Number Portability of the type that allows users to keep their telephone number when changing operator provides significant benefits: 1. To the porting user, it eliminates the cost of informing other parties of the number change, changing stationery and other signage and, in the case of business users, of lost business 2. To callers, it eliminates the need to consult directory enquires and/or change entries in their address books or computer systems. 3. It increases competition, with significant benefits for all users, by lowering the cost to users of switching operator or service provider. It is believed that when fully and nationally implemented by both wire line and wireless service providers, number portability will remove one of the most significant switching costs for consumers and will encourage competition in the telecommunications industry. This paper discusses: the effects of mobile number portability on the market shares of telecom operators in Ghana, types of number portability, porting process and challenges of implementing number portability 2. NUMBER PORTABILITY CONCEPT 2.1 Number Portability Number Portability is a facility through which a user can retain an existing number without significant variation of quality, reliability or convenience when changing service provider, location or service types. 2.2 TYPES OF NUMBER PORTABILITY Service provider portability This enables the end user to retain the same number when changing from one service provider to another. Sub-types include: For fixed telephony: a) Local Number Portability: for geographic numbers b) Non-Geographic Portability: for services such as freephone and special rate services For mobile telephony: Mobile Number Portability (MNP): for GSM and other mobile services. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 129

4 2.2.2 Location portability This is the ability for an end user to retain the same telephone number without impairment of quality, reliability or convenience when moving from one physical location to another. Location portability will allow customers to keep their telephone numbers when they move to another geographic location outside of the original exchange Service portability This is the ability of the user to retain his existing telephone number without impairment of quality, reliability or convenience when changing from one type of service to another (e.g. from PSTN to ISDN) provided by the same service provider. 2.3 MOBILE NUMBER PORTABILITY (MNP) Traditionally, consumers of mobile telecommunications services were required to give up their numbers when switching from one provider to another and must adopt a new one. With Mobile Number portability (M NP) customers are able to switch between mobile operators while keeping the same phone number regardless of how many times they switch.that is, a customer can change service providers without having to change his phone number (Levin, 2006). Mobile Number Portability (MNP) is a telecommunication network feature that enables mobile subscribers, other than radio paging services and mobile satellite service subscribers, to retain their current mobile numbers when changing mobile service providers Benefits of MNP Entry into the mobile market is limited by various factors including spectrum scarcity and market size. It is therefore all the more important to remove any barriers to competition between the limited numbers of market players in order to ensure a dynamic and fully competitive market. The introduction of Mobile Number Portability will remove a significant obstacle to competition and should help bring to all mobile customers the benefits of greater innovation and variety of services, better quality and lower prices. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 130

5 2.3.2 Implementation of MNP will provide the followings benefits: Removes a significant obstacle to customers changing service providers. Creates substantial direct benefits to customers. They do not have to incur costs of changing stationery and fewer wrong numbers are dialled. Encourages innovation, raises quality and drives down prices, while avoiding the administrative hassles and expense of having to update business cards, letterheads and company advertisements. Allows customers to take advantage of great mobile phone offers without having to change their numbers. Motivates incumbent service providers to increase the efficiency of their networks and lower their cost of services to retain their existing customers. More importantly, competition enhanced through MNP is likely to result in a greater variety of products and services as service providers seek to differentiate themselves in the marketplace. Service providers are also more likely to discover what customers are willing to pay for, and seek to more actively meet their customers needs. MNP leads to a more efficient use of numbering resources. The public benefits from a stable numbering system and the efficient use of numbering resources. The value of a stable directory infrastructure may be significant. These benefits are largely external in nature, as they accrue to all subscribers, not just those who make the porting decision. 3.0 PORTING PROCESS AS IMPLEMENTED IN GHANA Number porting process involves a set of parties, which include donor (or current serving SP), recipient (new SP) and many participants (other service providers not related to the number that is being ported). The basic requirement of the porting process is that a subscriber needs to initiate a request to the service provider. The request can be initiated to either of the service providers (current serving SP or the new SP). This depends on the regulatory policies of the country. The following steps are the porting processes as implemented in Ghana: 1. The customer visits an agent or shop of the recipient network with his phone and ID card; reviews the porting process with the agent; signs the porting request form; and sends a free validation SMS to the PXS short code. 2. The agent, though the recipient network s equipment, submits a porting request to PXS. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 131

6 3. Note: if the request is submitted but the validation SMS is not sent within 2 days, the request will be cancelled, or aborted by the system. Conversely, if the validation SMS is sent but the request is not submitted within 2 days, the SMS will be removed from the system. In either case, PXS sends an SMS to the customer informing him that his request could not be processed. 4. As soon as the request matches with the validation SMS in the system, PXS checks the request to ensure that the number has not already been ported within the previous 30 days, and that there is no other pending request to port that number. Then PXS passes an authorisation request ( AREQ ) to the donor network and sends and SMS informing the customer that their request is being processed. 5. Upon receiving the AREQ, the donor network checks the number to ensure that it is an active account which has been open for at least 30 days, and that it is not related to any fraud or theft report. If it passes these tests, the donor sends back to PXS an authorisation response ( AUTH ) approving the request. 6. Note: If for any of the few permitted reasons the request is not approved, the AUTH message from the donor indicates rejection of the request, and PXS notifies the recipient that the request is blocked. 7. Upon receiving an AUTH from the donor that the request is approved, the recipient sends an instruction request ( IREQ ) to commence the port. It then activates the customer s new account and SIM. 8. Note: If the recipient does not send the IREQ within 48 hours after the AUTH is sent by the donor, PXS will abort the porting request. 9. PXS sends the IREQ to the donor and at the same time sends an SMS to the customer notifying them to change their SIM. At this point the porting request will be completed within 15 minutes. 10. The donor closes the customer s account, deactivates his old SIM, and sends an instruction response ( IRES ) to PXS confirming it has done so. 11. PXS now considers the porting request to be completed, and it adds that customer s number to the central list of ported numbers in Ghana. PXS then sends a message to ALL networks in Ghana informing them of this new port, so that each of them will know they should send calls and SMS for that number to the recipient network rather than the customer s original network. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 132

7 The MNP Regulations require that the recipient submit a porting request within 12 hours after the customer s application; that the donor should respond with their AUTH within 4 hours after receipt of the AREQ from the donor; and as is also mentioned in the MNP policy, that the entire process should be completed in less than 24 hours. However, from launch, porting in Ghana has been far faster than 24 hours, which compares favorably with most other countries. Even in the European Union, not all countries have yet reduced their porting times from 7 days to 1 day as required by EU regulation. In Ghana, as the mobile operators made then necessary adjustments and updates, average porting times dropped to 1 hour, 35 minutes in May 2012 and 1 hour, 24 minutes in June However, the most dramatic overall improvement was achieved in the first half of July 2012, as the remaining few operators completed their automation installations and adjustments. The most recent data available indicate that average porting times had dropped to between 7 and 8 minutes. Nearly half of the requests were completed in 5 minutes or less. Therefore, provided that all operators continue to meet the performance goals and suffer no service disruptions, Ghana has achieved on the spot mobile number porting. (NCA, 2012) 4.0 CHALLENGES OF IMPLEMENTING NUMBER PORTABILITY The major challenges of implementing number portability are: Costs involved in upgrading the network infrastructure to support number portability. Costs involved in maintaining the upgraded infrastructure. Costs involved in the usage of network resources to route the calls to the ported number 4.1 Number Portability Setup Costs This is one of the major deterring factors for NP implementation in any country. There are many expenses involved in NP system setup. The setup costs include the cost of setting up the central NPDB, which maintains the complete information on the porting details, providing a well-defined interface for the service providers to interact with apart from adhering to the policies setup by the telecom regulatory authority. Apart from these all the service providers need to have NP gateway server capable of interacting with the central NPDB using the defined application programming interface (API). The NP gateway should, apart from maintaining an internal NPDB, provision the routing information to the respective network elements. Apart from these, upgrading the network adds to the cost. The service providers are supposed to bear these costs. The setup costs include: -Central NPDB setup cost, Software development or upgrade, Network upgrade, Customer Relationship COPY RIGHT 2013 Institute of Interdisciplinary Business Research 133

8 Management (CRM) upgrade and costs involved in upgrading the billing system. (Khan, 2011) 4.2 Np Maintenance Costs Once the NP system is deployed, there are many other costs involved in maintenance of the system. The maintenance cost includes the following: Cost for the agreed procedure involved in the porting process, activating the ported number, provisioning the routing information, and informing all the service providers of the ported number 4.3 Call Routing Costs Routing the call to a ported number is one of the major issues in NP. In case of ACQ, the originating network needs to make a query to the NP database irrespective of whether the called number is ported or not. Even the other schemes of NP implementation has their own impacts on the network signaling, database queries, and other network resources, which directly influence the network traffic adding on to the cost. 5.0 MARKET SHARES 5.1 State of the Market Shares before Introduction of Mobile Number Portability Table.1 market shares of telecom operators MARKET SHARE KASAPA 1.52% 1.45% 1.37% 1.28% 1.23% 1.18% 1.31% 1.70% 1.53% 1.38% 1.34% 1.35% MILLICOM (TIGO) 21.26% 21.24% 21.26% 21.69% 22.51% 22.75% 22.60% 22.39% 22.68% 22.64% 22.59% 22.58% SCANCOM (MTN) 50.27% 50.51% 50.69% 50.46% 50.61% 50.38% 50.55% 50.12% 50.13% 49.66% 49.39% 49.23% GT/VODAFONE MOBILE 17.12% 16.98% 16.92% 16.86% 15.90% 15.65% 15.51% 15.40% 14.94% 15.10% 15.26% 15.37% ZAIN MOBILE 8.07% 8.08% 7.99% 7.95% 8.01% 8.01% 8.03% 8.39% 8.86% 9.36% 9.58% 9.90% GT/VODAFONE - FIXED 1.74% 1.72% 1.75% 1.72% 1.70% 1.99% 1.94% 1.96% 1.79% 1.80% 1.79% 1.51% ZAIN FIXED 0.01% 0.01% 0.02% 0.03% 0.03% 0.04% 0.06% 0.05% 0.05% 0.05% 0.05% 0.06% ** 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% TOTAL 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% Trends in Accesslines_2010 updated December (NCA report 2010) Prior to the introduction of mobile number portability, MTN has the highest and a lions share of the market with close to 50% of the total telecom market share. TiGO was second with 22.58% as at close the year Vodafone had 15.37% and Kasapa now Expresso had the least share of 1.35% 5.2 State of the Market Shares after the Introduction of Mobile Number Portability One year on, the National Communication Authority (NCA) reports 370,107 mobile numbers migrated between networks during the period under review. This represents approximately COPY RIGHT 2013 Institute of Interdisciplinary Business Research 134

9 1.6% of the total active mobile numbers in the market, a figure reasonably comparable to markets in which MNP is considered successful (NCA, 2012). The total number of successful ports which have taken place in the first year of operation has reduced the per-port cost by nearly 70%. This efficiency of scale has validated the mobile networks decisions not to pass the porting cost on to the porting customer. It is important to remember that all mobile networks are active participants in the MNP process. Customers have ported numbers to and from each network. Table 2 below shows the ports to, ports from, net ports, and impact on each operator s subscriber base at the end of the first year of operation: Table 2 Total Completed Ports by Networks Airtel Expresso Glo MTN TIGO Vodafone Ported In 44, ,984 66, , ,243 Ported Out 38, ,681 79,479 59,751 Net Los s) Gain/( 6,498 (418) 7,559 (125,361) 68,230 43,492 % of Base 0.24% -0.18% 0.78% -1.13% 1.82% 1.56% Source: National communication Authority (NCA) report 2012 Interestingly, although TiGo seems to be losing grounds as far as its market share is concerned, the MNP balance indicates that the company led the pack with 68,230 ports into its network while Vodafone managed 43,492. The latest entrant into the market, Globacom (Glo) also gained 7,559, an indication of the eagerness of many existing subscribers to shun their networks to give Glo a try. Airtel which has also been very consistent with its move to survive the scare from its competitors gained 6,498. Expesso lost 418 whiles MTN lost a whopping 125,361 subscribers, although the company still holds on to its leadership position. There is a correlation between market share and ports out from a network simply because a customer can only port from the network they are presently on; a high number of ports out may not necessarily point to any particular problem at that network. The net impact on each network should be considered in the context of that network s size. It is also possible that customers who port their numbers are above-average users, which would enhance the financial benefit of porting for the networks receiving such customers. Also keep in mind that COPY RIGHT 2013 Institute of Interdisciplinary Business Research 135

10 Glo launched their service nearly 10 months after MNP began in Ghana, hence their lower numbers. The net porting for each mobile operator is not yet large enough to have been the sole cause of any changes in marketplace rank which took place in the past year. Of the total completed porting requests to date, approximately 8.3% represent numbers which ported more than once. On the average, those customers waited 89 days between their first and second ports. 93% of those customers ported back to their original network while 7% ported to a third network. Less than 2% of the customers who ported multiple times did so three times or more. (NCA report 2012) I infer from this information that most customers who ported their numbers were generally satisfied with their decision. Table.3 Telecom Voice Subscription Trends 2013 PENETRATION January February MOBILE 101.8% 102.7% FIXED 1.1% 1.1% TOTAL 102.9% 103.8% MARKET SHARE MOBILE 98.9% 98.9% FIXED 1.1% 1.1% MARKET SHARE OF MOBILE OPERATORS EXPRESSO 0.63% 0.62% MILLICOM (TIGO) 14.09% 14.10% SCANCOM (MTN) 45.54% 45.36% GT/VODAFONE MOBILE 20.83% 21.09% AIRTEL MOBILE 12.57% 12.69% GLO MOBILE 6.34% 6.13% TOTAL 100% 100% Source: NCA monthly Report 2013 Market share of MTN has dropped from 49.23% to 45.36% and TIGO who used to hold second position with a market share of 22.58% has also dropped to 14.10%, losing its second position to Vodafone which was third in terms of share of the market. It has also gained a substantial numbers to change its market share from 15.37% to 21.09%. However, these changes in the market shares cannot be attributed solely to the introduction of Mobile Number Portability but other factors might have contributed to the changes. Airtel has 12.69% as against the previous share of 9.90%. Expresso has 0.62% as compared to their early share of 1.35%. Glo Mobile which is a new entrant has managed to gain 6.13% within the short time that they came into the market. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 136

11 6.0 CONCLUSION Number portability is a key facilitator of consumer choice and effective competition in a competitive telecommunications environment.surveys show MNP has an important role in facilitating consumers' selection process of the best provider services in the market and also promoting competition between active market operators. MNP is also an effective tool for removing existing obstacles faced by customers who wish to switch mobile service providers, thus intensifying the already fierce competition in the communication markets like the Ghana for example which has been gripped by a price and market share war. After one year of implementation, 370,107 mobile numbers have been successfully ported by customers in Ghana. This represents only 1.6% of the total active mobile numbers in Ghana. Each of the mobile networks have gained and lost customers through MNP. The market shares of the operators especially the leaders have lost significant numbers after the introduction of MNP, with MTN being the highest loser of 5% of its overall market share. TiGO which used to be in the second position has also lost its pride to Vodafone. But whether the development could be solely attributed to the introduction of MNP could be established because only a small fraction of the customers ported as compared to the percent shift in the market share of the network operators. I sincerely feel that the hype created around MNP is unnecessary and it is unlikely that a large number of subscribers are going to switch operators after its introduction. MNP introduction would help the operators in getting their act together and focus on consumers. RECOMMENDATIONS Naidoo (2006) Asserts that operators should simply regard number portability as a new addition to their service portfolios since in most developed markets, where number portability has been introduced; Hong Kong, for example the increase was only temporary because subscribers will usually change an operator if they are unhappy with an operator s customer care, service portfolio, or tariff rates and in Ghana customer have more than one mobile lines. Building a strong brand and forging close relationships with existing customers will determine the level of Porting. There are many exit barriers that the operators can create to prevent their base from churning. A few examples of such barriers are: offer advance rental plans with bundled free airtime to lock-in the subscribers; enhance network coverage by providing in-building solution; offer COPY RIGHT 2013 Institute of Interdisciplinary Business Research 137

12 personalized customer care; focus on services like mobile money, navigation, that would make subscriber think twice before leaving the network. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 138

13 REFERENCES Khan A.F (2011) Mobile Number Portability Challenges and Solutions Journal of Emerging Trends in Computing and Information Services Vol. 2 retrieved from on August 12, 2012 Ghana Business News July 7, 2011 The Role of Telecommunications in Ghana s Economic Growth Levin D. C (2006), Mobile Number Portability Impact Assessment. Synergy Consultant. NCA (2011) The National Communication Authority Annual Report 2010 retrieved from on November 20, 2012 NCA (2011) Mobile Number Portability Policy and Guidelines retrieved from on February 3, NCA (2011) The National Communication Authority Annual Report 2011 retrieved from on November 20, 2012 NCA (2012) Mobile Number Portability in Ghana. First Year Report retrieved from on February 3, 2013 NCA (2013) Monthly Reports retrieved from on April20, 2013 Vineeta Nigam, Tripta Thakur, Sethi V.K, Singh R.P (2012),"Benchmarking of Indian mobile telecom operators using DEA with sensitivity analysis", Benchmarking: An International Journal, Vol. 19 Iss: 2 pp COPY RIGHT 2013 Institute of Interdisciplinary Business Research 139

14 Bibliography Ahortor (2003), Regulatory Impact In Ghana; A Paper Prepared For The Conference On Regulatory impact Assessment: Strengthening Regulation Policy And Practice Institute of Statistical Social and Economic Research (ISSER) University of Ghana Legion, Accra Ghana Debnath, R.M. and Shankar, R. (2008), Benchmarking Telecommunication service in India an application of data envelopment analysis, Benchmarking an International Journal, Vol.15 No. 5, pp COPY RIGHT 2013 Institute of Interdisciplinary Business Research 140

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